public relations chapter 3
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Part II: Preparation/Process
Chapter 3: Communication
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objectives
To discuss the goals and theories of modern communication as they relate to the
practice of public relations.
To explore the importance and proper use of words and semantics to deliver
ideas and persuade others toward one’s point of view.
To discuss the various elements that effect communication, including the media,
the bias of receivers, and the individuals or entities delivering messages.
To examine the necessity of feedback in evaluating communication and
formulating continued communication.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 1
To discuss the goals and theories of modern communication as they relate to the
practice of public relations.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Public Relations Practitioner = Professional Communicator
The world has become a “global village”
Sir Arthur Clarke
Public relations practitioner = professional communicator
Exchange information
Impart ideas
Make oneself understood by others
Understand others in return
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Goals of Communication
Communication goals
To inform
To persuade
To motivate
To build mutual understanding
Objective
Purpose
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Traditional Theories of Communication
Two-step flow theory
Concentric-circle theory
Pat Jackson’s five-step process:
Build awareness
Develop latent readiness
Trigger event
Intermediate behavior
Behavioral change
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Traditional Theories of Communication
S-E-M-D-R (Source, Encoding, Message, Decoding, Receiver)
Dissonance theory
Spiral of silence
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Contemporary Theories of Communication
Constructivism
Coordinated management of meaning
Grunig-Hunt public relations models
Press agentry/publicity
Public information
Two-way asymmetric
Two-way symmetric
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 1
Discussion Question
Why is it important that public relations professionals understand
communication?
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 2
To explore the importance and proper use of words and semantics to deliver
ideas and persuade others toward one’s point of view.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
The Word
Words are personal and potent weapons
Words are perpetually changing
Understanding semantics
Encoding the client’s message – public relations “interpreter”
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
The Message
The content is the message
Medium and communicator less important than the content
The medium is the message
Meaning of the article or intent of the speech most important
Content less important than the medium in which message is carried
The person is the message
The speaker can persuade, regardless of the message or medium
Charisma may play a part in persuasion
Speaker’s words, body, eyes, attitude, timing, wit, presence form a composite that
influences the listener
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Profizzle of Lexicizzle
Rapper Snoop Dogg created a
lexicon of izzle speak
Page 55
How does the changing meaning of
words affect a public relations
professional’s ability to interpret
messages to key publics?
Figure 3-3 (Photo: Snapper Media/Splash News/Newscom)
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 3
To discuss the various elements that effect communication, including the media,
the bias of receivers, and the individuals or entities delivering messages.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Receiver’s Bias
Message decoding depends on the person’s perception
Everyone is biased
Stereotypes
Symbols
Semantics
Peer group pressures
The media
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Receiver’s Bias: Stereotypes and Symbols
Most people are victims of
stereotypes
Stereotypes influence communication
Example: Person wearing glasses
more believable
Symbols leave distinct impressions
on most people
Symbols can persuade
Persuasion can be positive or negative
Figure 3-4 (Photo: Jim Sulley/newscast/Newscom)
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Receiver’s Bias: Semantics
Use words to effectively communicate desired meanings
Same words hold contrasting meanings for different people
Language and the meaning of words change constantly
Consider consequences of words you plan to use before using them
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
PR Ethics Mini-Case: The Name that Slimed an Industry
Page 58
How “fair” was the debate over “pink
slim” and what does it say about the
use of semantics in popular
controversy?
If you were Beef Products, what
public relations approach would you
have adopted?
Figure 3-5 (Photo: Creativ Studio Heinemann/Westend61/Newscom)
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Receiver’s Bias: Peer Groups and Media
Peer pressure influences the way messages are perceived
Peer groups influence attitudes and actions
Media is a powerful agenda setter – tells us what issues are important
The press and the media do not reflect reality; they filter and shape it
Media concentration on a few issues and subjects leads the public to perceive those
issues as more important than other issues
Traditional media may have lost some clout due to social media, the Internet,
cable news, and talk radio
The New York Times, The Washington Post and USA Today are still usually the
most powerful for setting agendas
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 3
Discussion Question
What is meant by the media as agenda setter?
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 4
To examine the necessity of feedback in evaluating communication and
formulating continued communication.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Feedback
Communicator must get feedback from receiver
Know what messages are or are not getting through
Know how to structure future communications
Effective communication doesn’t take place if
The message doesn’t reach the intended receivers
The message doesn’t exert the desired effect on the receivers
Effects of messages include
Attitude change
Attitude crystallization
Creation of a wedge of doubt
No effect
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Learning Objective 4
Discussion Question
Why is feedback critical to the communications process?
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Case Study: Walmart’s Bribery Shutdown
Page 61
How would you characterize Walmart’s internal and external response to the
bribery charges?
How significantly do you think the bribery allegations impacted the company’s
reputation?
What should Walmart’s public relations posture be going forward, relative to the
bribery charges?
Had you been public relations advisor to CEO Scott at the time of the bribery
allegations, what would you have counseled him to do?
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by
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Printed in the United States of America.
Copyright © 2014 Pearson Education, Inc. All rights reserved.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.
